FUEL10K enters new category with rice pudding range
FUEL10K, the brand known for its protein breakfasts and snacks, has launched into ambient desserts for the very first time with a range of rice puddings in delicious Vanilla, Chocolate and Salted Caramel flavours. The non-HFSS puddings are not only high in protein, with 13g of protein per pot, but also low in fat and have no artificial colours or flavours. The new range delivers an updated take on ambient rice pudding, offering a sweet, high protein treat suited to a variety of consumption occasions.
FUEL10K spotted a gap in the ambient desserts category for tasty treats with high protein content. The ambient desserts category currently under trades with younger shoppers[1], but these consumers are driving protein purchases[2], so the new range has the potential to recruit more shoppers and drive category growth.
The new rice pudding pots include recognisable ingredients, with no added sweeteners or stabilisers, reflecting a wider consumer shift towards transparency and simplicity in food choices. This trend is particularly evident among younger shoppers, with 82% of 18–24-year-olds reading food labels before purchasing[3].
The ambient nature of the range fits seamlessly into the rhythm of busy, modern lifestyles. Easy to store at home, keep in a work bag or take to the gym, the range requires no need for refrigeration – offering everyday convenience and flexibility for shoppers.
The launch will see FUEL10K continue its mission of bringing tasty, protein-fuelled products into even more categories. The rice pudding range follows the brand’s first non-HFSS protein baking mix range, which launched in the UK earlier this year.
[1] 16% Under Index vs Total Desserts
[2] Kantar | Purchase Panel | Spend Share % | 52 w/e 15 June 2025
[3] NSF | Whitepaper: The Future of Food Labelling in the UK 2025 – https://www.nsf.org/gb/en/news/nsf-research-reveals-brits-demand-greater-clarity-transparency-and-standardisation-in-food-labelling